As you might imagine, living in New York City I’ve seen my share of shows in strange locations.
On rooftops, in churches, public schools and basements. These shows have taken me for jaunts to the each of the five boroughs.
It’s all part of the charm that is NYC.
But one thing does get me worked up a bit. Many places often overlook this aspect of location. Particularly, it’s affect on the audience.
As marketing director for Astoria Performing Arts Center (APAC), I make sure this is something we think about. Here’s why…
“Where the hell am I?”
One thing to remember is people coming to your venue for the first time may have no idea where they’re going. So be sure to provide the full venue address including any cross streets. If it’s a place they might drive to indicate if parking is available. If public transportation is an option include the nearest subway or bus stop.
You’ll also want to keep in mind the anxiety that comes from visiting a strange locale for the first time. You’ll want to do all that you can to address this feeling before people arrive at the location. This is particularly helpful when there is some walking involved. Give people landmarks so they are able to get their bearing once off public transportation. Signs help too.
“How long does it take?”
Here’s another thing to keep in mind: travel time. Actually going out to an event is a time intensive process. People need to plan accordingly. Provide travel estimates from a central location. This is extremely helpful and may help assure everyone is in their seats at the right time.
“Where do I go when I get there?”
As I mentioned earlier, sometimes events take place in unique locations. People want to feel comfortable they’re in the right place. The more detail you can give about what they can expect the more comfortable they’re going to feel. Do you have a picture of what they’ll see or where they need to enter? Also make sure staff is attentive and ready to greet people as they arrive.
It’s also a good idea to include any recommendations for places eat or grab a drink before the show.
Here’s an example…
This is the email we send to ticket buyers the day of the show:
Hello,
We’re looking forward to seeing you tonight at Astoria Performing Arts Center for MilkMilkLemonade.
The show is fantastic and I’m glad you’ll be joining us. =)
Dave Charest
Marketing Director
P.S. Below please find the info you’ll need regarding your night in Astoria.
Here are some things you should know:
Please arrive by 7:30 pm to check-in with the box office.
Start time: Thu, 10/28 the show starts at 8PM.
Travel time: By train it takes about 30 minutes from 42nd Street in Manhattan to our door. Please plan accordingly.
Street Parking Only: If you are driving, please allow enough time to find parking.
Theater Address:
Good Shepherd United Methodist Church
30-44 Crescent St (@30th Rd)
Astoria, NY 11101
Subway Directions: Take the N/Q to 30th Avenue. Walk down 30th Ave, toward 7-11 past Mt. Sinai Hospital of Queens. Turn left on Crescent Street, then right on 30th Rd. The entrance is the second set of red doors on your left.
Things to do
If you’re looking for something to do before or after the show, here are some of our favorite local places. Enjoy!
Ditmars Station Bar (Formerly Yolo) – www.YoloThinCrustPizza.com
22-55 31st Street (@ 23rd Avenue) 718.777.1177
Sandwiches, inexpensive salads and some new flavors of their signature thin crust pizza. Happy hour specials throughout the week and all your favorite sporting events on the big screen.
Sac’s Place – www.SacsPlace.com
2541 Broadway (@ 29th Street) 718.204.5002
An intimate Italian restaurant, with authentic homemade italian dishes, an extensive wine list, and renowned coal oven pizza.
Sweet Afton – www.SweetAftonBar.com
2009 34th Street (@ 30th Avenue) 718.777.2570
A local bar with solid drinks and locally sourced food.
Vesta Vino – www.VestaVino.com
2101 30th Avenue (@ 21st Street) 718.545.5550
Inspired by Italy, the local green market, and a commitment to a menu without boundaries.
Make people feel comfortable ahead of time
You do that by letting people know what to expect.
This little bit of knowledge can be the difference between someone showing up at your event grumpy because they had difficulty finding it or because they felt like they didn’t know where they were going. This causes anxiety. Your job is to remove it.
Marketing is all about experience. And experience is directly related to customer service. Think out the whole process your patron needs to go through. Do your best to make each part pleasant. This all adds up to a pleasant experience people will talk about.
What ways do you enhance the experience for your patrons?
signage, signage signage. Just when you think you’ve put up
enough signs and arrows, put up one more. Then grab the friend with
the worst sense of direction and get them to find the place using
only the signage you’ve put up to get there. (In my case it’s
usually me – if I can get there, anyone can). Speaking of signage –
it is absolutely imperative to have enough “in the middle” signs. I
once went to a shakespeare in the park where they had an A-Frame
sign at the gates of the park saying the show was there. And that
was it. The show was at the other end of the park – we walked the
equivalent of a city block unsure as to where we were
going.
So true Sue! I’m known as the sign guy in these parts.
Thanks for the comment.
I can’t believe the number of fliers I’ve seen that lack
information as basic as what city it is in or even the venue name.
Even if you don’t include a map at least give a post-code (zip
code) so folk can look one up.
Thanks for the comment Barry.
It’s funny how we can often get caught up in all the other design stuff and forget the most important info.
I’m with you on the zip code. I always like to look up directions online and the zip helps!